As a head of digital I am overseeing the production of all video content of the organization. This includes the original videos produced in-house, branding themes, animations graphics. I also coordinate with the freelance journalist all over Pakistan and across globe to commission them the stories which interest our audience. Moreover, during my tenure I have laid down the standard guidelines for the Video Journalists which are then adopted as a Video Style Guide for the organization. As a Content Strategist I conduct periodic data analysis on our website and social media platforms using their indigenous insights and third-party services to get hold on which type of content is performing better vis-a-vis audience behavior. I am also responsible for planning the month ahead for any and many events by pitching multimedia stories for in-house producers and outsource freelancers. This requires gathering and anticipating future events to be discussed in Editorial Boards\' meeting. Inviting the freelancers and in-house reporters to pitch stories, collect them and present them to Editorial Board for final approval. Assigning in-house reporters and freelancers the approved stories with guideline notes. Receiving the assigned stories in video, text and pictorial format and after initial QC handing over it to the video and online desk for further processing and publishing.

I was responsible for developing the baseline of company\'s online audience network across platforms i.e. Facebook, Instagram, Twitter, Pinterest, LinkedIn, YouTube and WhatsApp. I tracked the interests and behaviors of audience network to forecast strategic campaigns ensuring maximum Gross Merchandise Value (GMV) in minimum spend. After every campaign I developed the look alike audience of existing audience network which then improve the baseline. I was also responsible to decrease the bounce rate on website and app by creating interactive Application Programming Interface (APIs) and Chat Bots.

I was directly responsible for developing the strategic calendar. I carefully selected the products vis-a-vis on-site and in- app search trends to get maximum Sale Conversion Value against digital ads spending. Moreover, I personally developed and supervise the development of TVCs storyboards and B2C marketing campaigns that include online/offline marketing, off-road marketing, email marketing, SMS marketing, live sessions and designing of on-site/in-app campaign pages. Additionally I was also heading the Corporate Social Responsibility (CSR) initiative of the organization with the Title Barq Naya Rozgaar Scheme. Under this initiative 1 million participants were destined to learn free of charge the basic skills to do online business.

I was leading the digital marketing and fundraising campaign of the organization in Ramadan and during Qurbani which attracted the total of PKR25 million of online donations. I was also responsible for operating their Facebook Business Manager for paid campaigns, digital platforms, V-Logging and corporate communication. I designed the paid digital campaigns by using the Facebook Pixel\'s data sets of website users, digital media audience and past donor lists. I was also responsible for their brand penetration in main stream media. I frequently developed Standard Operating Procedures (SOPs), media guidelines and memorandums to fill the operational requirements. I also wrote post campaign analysis for the consumption of organization\'s executives and compliance department. With the assistance of in house web developer I created the engaging Application Program Interface (APIs) for Shifa websites to engage the audience that included Pakistan\'s first indigenous Zakat Calculator, World\'s first Qurbani Eligibility Calculator and Pakistan\'s first Breast Cancer Risk Calculator.

I was responsible for improving the baseline of company\'s online audience network across platforms i.e. Facebook, Instagram, Twitter, LinkedIn, YouTube and WhatsApp. I tracked the interests and behaviors of audience network to forecast strategic fundraising campaigns ensuring maximum donations in minimum spend. After every fundraising campaign I developed the lookalike audience of existing audience network which then improve the baseline. I was also responsible to decrease the bounce rate on website by creating interactive Application Programming Interface (APIs) and Chat Bots.

Operagraphy was the joint venture of Sanctum Sanctorum Solutions Pvt. Ltd. and Opera Clicks Pvt. Ltd. Operagrpahy was a full scale production house providing complete in-house marketing and communication solutions for its valued clients.

I was leading a designated talkshow Pakistan Tonight and responsible for supervising its complete execution. On the daily basis I was supposed to contact the bureau chiefs, correspondents and reporters to make a briefing for myself and the anchor. I also had to meet politicians, civil-military bureaucrats and lawyers; attend court hearings, parliamentary sessions and standing committees’ proceedings for gathering first-hand information. I had to make exclusive video reports, write monologues, and supervise special transmissions like federal budget, visits of foreign head of states and general elections/by-polls. I also had to develop a weekly Monitoring, Evaluation, Accountability and Learning (MEAL) report vis-à-vis Television Rating Points (TRPs). Besides all this I had the responsibility to prepare and manage quarterly budget of the show.

My main responsibility was to create the content of the designated talk show News Beat. I had the responsibility to keep the respective anchor updated regarding current affairs. I used to supervise the researchers and refine their collected data to extract exclusiveness out from raw information. I had to make questions, suggest topics for the show, make exclusive video reports, write scripts, monologues, conduct public opinion surveys; attend parliament’s sessions and court hearings. I was also responsible to make weekly MEAL report vis-à-vis TRPs. I also had to take up the responsibility of Senior Producer in his absence.

I was associated with the talk show To The Point with Mansoor Ali Khan. Besides keeping an observant eye on current affairs my responsibilities included to conduct online and offline research and collect empirical evidence in the form of newspaper clippings and video recordings to add value in the propagated discourse. I was also supposed to take a unique perspective of common affairs which holds both exclusiveness and public interest. For this sometimes I had to make special video reports, write monologues and prepare questions to be asked from the panel of guests. I often used to visit politicians to meet them face to face for making a deeper understanding of current affairs. During my association with Express News, I had the opportunity to attend and takes notes from the the hearings of famous Panama Leaks Case at the Supreme Court which eventually lead to the disqualification of the then Prime Minister of Pakistan.

I was associated with the talkshow Live with Nadia Mirza. My responsibilities included to conduct online and offline research and extract exclusive content. I extensively wrote special video reports elaborating the background of prevailing current affairs after consulting concern beat reporters, incumbent and other politicians, civil-military bureaucrats and senior analysts.

My first assignment was to establish the Islamabad’s News Room within limited resources. I developed the training manuals on news writing and feature writing. I hired and trained three news editors on these manuals. Within few months the organization’s website became first hundred most visited online portals of Pakistan. As the burden of news writing was shared with my team, I went on to develop another flagship program with the complete support and blessing of top management – The Citizen Journalism Program. I organized workshops across universities in twin cities and trained hundreds of students on how to write news stories. We made campus ambassadors who would collect the news stories and send us for publishing. This flagship program not only produced future journalists but also gave Pakistan Tribe quality content for its website. Besides these administrative and training tasks, I managed to publish more than nine hundred byline exclusive news stories that can be seen at this link:https:www.pakistantribe.comauthorhissan-khan. The experience helped me train myself for the electronic media. Within two months of my work, Pakistan Tribe came in the first one hundred most viewed websites of Pakistan as per alexa.com\'s statistics. I initiated a Citizen Journalism Program from Tribe\'s platform engaging young enthusiasts. The theme was to package those news stories which mainstream media often neglect. (The program continued until last year and I remained an organizer for the Pakistan Tribe on this venture). By the time I finished training and developing a comprehensive team of news writers, I was approached and offered by the News One the post of Content Producer. I agreed because it was my first step into the electronic media industry.

The job required me to gather data from the field offices and then transform it into newsletters, success stories, web content and social media posts. Soon I figured out that English language is a barrier for field staff. I developed the data collection. It was the beginning of my practical knowledge of Information Communication Technology (ICT) I learnt at university. As data collection was streamlined, I had plenty of time to think about other ventures of Communication for Development (C4D). I pitched the idea of creating a Research Journal in collaboration with eleven universities in twin cities that offered Development Studies and Social Sciences’ Degree Programs. The idea was to engage academia (teachers and students) into conducting research on actual communities with developmental and livelihood issues. I laid down the execution model of the proposed research journal. However, during the course of brainstorming the original idea was transformed into the organizing a monthly focused group discussion which would involve all stake holders. We called it the “HAI-Pak Forum”. A list of potential topics had been made and it began. The very first symposium was such a success that it made headlines on the national page of major English dailies. Here is the one link I could retrievehttps:nation.com.pk29-Sep-2012noise-pollution-equallyaffects-plants- expert. This experience gave me an extraordinary training over how to collect, manage and create quality content which helped me in my journalistic career ahead.